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I wonder if this is a genre that would lend itself well to the Napster-style subscription model. You can download as many books as you like and read them as much as you want as long as you're a subscriber. If you want to keep them without a subscription, you pay per title. That might be attractive to people who are reading dozens of these books a month, re-readers or not. I'm sure while the used book store might end up being cheaper, the convenience of downloading them on demand is probably worth a little extra. At any rate, I think getting a high-volume publisher like Harlequin into ebooks is a great step towards growing this market and bringing both books and hardware down to a way more attractive price point.
Plus, another bonus to having a reader: You don't have to carry around a book with that lurid cover art. I don't look down on people for reading romances but I could see wanting to keep that private if you're in the break room at work or something.
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